The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain, and trust propensity

Kim, Taeyeon (Grady alum), and Hye Jin Yoon (2023), “The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain, and trust propensity,” Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-03-2023-4376Abstract: Purpose - Considering the growth of the at-home smart technology industry and the increasing power of social media influencers, this study aims to examine how influencer endorsements affect individuals’ attitudes and trial intentions toward smart technology products. Design/methodology/approach - An online experiment was conducted to investigate the impact of follower number and expertise domain of influencers and the trust propensity of individuals on their attitudinal and behavioral responses to influencer endorsements of smart technology products. The moderated mediation effect of perceived credibility was further examined. Findings - The results demonstrated that individuals with lower trust propensity responded more positively to a micro influencer with fewer followers and a specific area of expertise, which led to favorable attitudes and increased intention to try a smart technology product. However, the expertise domain was not a significant factor for the mega influencer condition with a more extensive follower base. Interestingly, the interaction effects were not observed for individuals with higher trust propensity. Practical implications - The results of this research provide practical implications for marketers who look for effective strategies for influencer marketing by demonstrating the significant impact of source-related cues, including follower number and expertise domain. Originality/value - Based on the modality, agency, interactivity and navigability; source credibility; and persuasion knowledge models, this research explains how source-related cues of influencers affect credibility judgment, attitude formation and trial intentions for new technology products and how trust propensity as a personal dispositional factor varies the relationship.